The idea

We set out to stage the loudest, boldest protest prejudice had ever seen — a war where nobody got hurt, and the only thing fired was paint. The idea was simple but defiant: strip away the labels, splash every barrier with colour, and watch the lines between us disappear.

Working with Brazilian director Pedro Becker and three-time Academy Award–winning cinematographer Robert Richardson, the campaign came to life through a manifesto film and a series of powerful print visuals. Thirty-one Pernod Ricard employees from around the world joined real people who have challenged stereotypes in their own lives, creating a global cast that turned a paint-splattered riot into a raw, unapologetic call for unity.